In March 2020, K11 MUSEA launched the K11|ANTONIA flagship store - a groundbreaking collaboration between K11 and Italian multi-brand fashion retailer Antonia - with a month-long exhibition of over 50 Spring/Summer looks curated by Antonia founder, Antonia Giacinti. PLUG was tasked to launch K11|ANTONIA and position K11 MUSEA’s MUSE EDITION space as the shopping destination for the fashionably adventurous in the midst of the COVID-19 crisis. Our goal was to create “big bang” coverage on launch day and invite key fashion media and KOLs to a private walkthrough to view the K11|ANTONIA store, key looks and collections at MUSE EDITION.  

PLUG secured over 30 fashion journalists from top-tier titles and fashion and lifestyle KOLs to the preview which we conducted over multiple mini-sessions due to COVID-19 restrictions and sentiment. We also led media/KOLs in private 1:1 walkthroughs and managed photoshoots with key dailies. To ensure we generated “big bang” launch coverage, we pre-pitched the K11|ANTONIA announcement release to media under embargo and followed up closely with journalists to push for features to land on launch day. 

As a result, we generated over 100 pieces of coverage on the day of the launch with pieces in key titles such as Vogue, Elle, HK Tatler, Prestige, Hypebeast, High Snobiety, Harper’s Bazaar, Esquire, Men’s Uno, Apple Daily Deluxe, Sing Tao, HKET, Ming Pao Weekly, Jet, HK01, Marie Claire, and Jessica.